[EXTERNAL] Originality - Content

Attribution Guidelines
NOTES:

If you encounter content that needs to be escalated to Community Operations for further
review, the following are procedures for doing so.
• Submit a Safety Escalation form if you see any media relating to:
o Terrorism (endorsement or active practice) and dangerous, real-world
organizations
o Potentially viral mass killing
o Self-injury or suicidal content
o Child exploitation and child nudity
o Human trafficking
• To immediately escalate content with credible threats of self-injury or suicidal
content, email: outsourcing-suicidelertesc@fb.com. This will generate an investigation.
Also CC your Team Lead, who will also escalate to the Project Manager.
Questions:
1. Does the content mention that it was created by someone else?
a. Yes - The content either has a user handle different from the content creator
featured in it, or the caption for the content calls out a different creator
(explicitly or implicitly)
i. Attribution words / phrases to look for in captions include (but aren’t
limited to): Credits, DM for Credit, Via, Video Creator Unknown, TikTok,
Douyin, #reposts, By
ii. Captions with attribution words / phrases without explicit handles still
count, as this is the account declaring tha the content does not belong to
them
b. No - The content is original to the content creator
i. Just because there is a different handle mentioned, doesn’t mean the
post is unoriginal. Watch out for when the @ tags refer to collaborations
or are part of the content.
Attribution Examples:
1. Explicit attribution in content:
a. 1 - Content itself has @ tag in it (different from creator handle), and the caption
mentions “Credit: ”
b. 2 - Content itself has @ tag in it (different from creator handle), and the caption
mentions “Credits”
 i. We would not mark Yes just because there is “Follow @idoggycanada”, as
this seems to be a derivative of the creator account
c. 3 - Content itself has @ tag in it (different from creator handle)
d. 4 - Caption mentions “Via: ”
e. 5 - Content itself has Original Poster name in it (different from creator handle),
and the caption mentions “Fetched from: ”
2. The post credits a different Instagram or non-Instagram account in the post caption (e.g.
Credit: [user handle], C: [user handle], Via: [user handle], Repost: [user handle]).
Examples:
a. https://www.instagram.com/reel/CZHe34zBR3o/
b. https://www.instagram.com/reel/CZLGrMtIL05/
c. https://www.instagram.com/tv/CZQ35LvPGeh/
d. https://www.instagram.com/p/Cbc2ZsqA3FX/
e. https://www.instagram.com/p/Cbd677eFdgS/
3. The post quotes a different Instagram or non-Instagram account in the post caption,
AND the account quoted is NOT a collaborator nor part of the content (e.g. TikTok: [user
handle]). Examples:
a. https://www.instagram.com/reel/CZGvlZmD3J6/
b. https://www.instagram.com/reel/CZNA6O-BBRo/
c. https://www.instagram.com/reel/CZUWdEyBf-k/
d. https://www.instagram.com/p/CbdvncSq5iv/
e. https://www.instagram.com/p/CbdYRp7sysd/
4. The post media (photos, videos) has watermarks mentioning a different user’s handle.
Examples:
a. https://www.instagram.com/p/CbXz283F9g3/
b. https://www.instagram.com/p/CYdLqNQqKKX/
c. https://www.instagram.com/p/CZbTT5WhrNJ/
d. https://www.instagram.com/p/CbWFiLGsvjA/
e. https://www.instagram.com/p/CbdG4ver8Wb/
Non-Attribution Examples:
1. NOTE: If the account quoted is a collaborator OR part of the content, it should NOT be
considered unoriginal content. This is often common with lifestyle / fashion posts, but
generally, if @ tags are used to reference specific items or people within the post, this
would be a collaboration. Examples:
a. https://www.instagram.com/p/CaXNpbaDkyb/ - Tags reference product
promoted by Kendall, and photographers she collaborated with
b. https://www.instagram.com/p/CVNUvVWBoHs/ - Tag references Tiffany & Co,
who Beyonce collaborated with for this ad
c. https://www.instagram.com/reel/CaVDK0ejBTm/ - Tags reference Ronaldo and
Pepsi, who all worked together to product this ad and can be seen featured in
the post
d. https://www.instagram.com/p/CcG-oy4u8SA/ - Tags reference items creator is
wearing in the post
 e. https://www.instagram.com/p/CbIS_8QKiys/ - Tags reference the ski resort /
area the video was filmed in. Because attribution prefixes are absent (By /
Credits / etc.), we would consider this a collaboration.
2. NOTE: If the media has a user’s handle in the watermark, but it represents the same
entity, it should NOT be considered unoriginal content. For example, an IG user posts a
video they created on TikTok, and the watermark user handle still reflects the same
entity:
a. https://www.instagram.com/reel/CSuhPUIB2TZ/
b. https://www.instagram.com/p/CbdYfiAD8Es/
c. https://www.instagram.com/p/CZvL6KoAQpL/